Chapter 7

In emerging markets that are still in an early stage of economic development, a ___________ approach might be more beneficial than ______________. a. GCCP; UCCP b. GCCP; NCCP c. GCCP; XCCP d. GCCP; LCCP e. none of the above

d. GCCP; LCCP

____________________ variables are among the most popular segmentation criteria: a. Demographic b. Geographic c. Psychographic d. Consumption e. Lifestyle

a. Demographic

__________________ sectors of the economy are transactions that arise outside the legitimate sector of a country's economy. a. Gray and black b. Gray and white c. Gray and blue d. Gray and green e. Gray and yellow

a. Gray and black

___________________ publishes PPP statistics every year. a. The World Bank b. The International Monetary Fund c. The World Trade Organization d. The European Union e. none of the above

a. The World Bank

The Human Development Index is published by the ____________________. a. United Nations b. World Bank c. IMF d. Asian Development Bank e. African Development Bank

a. United Nations

____________ are not stable, since values typically change over time. a. Value segments b. Political segments c. Economic segments d. International segments e. Global segments

a. Value segments

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are very concerned about status. a. achievers b. traditionals c. nurturers d. hedonists e. none of the above

a. achievers

When market analysts examine indicators and classify countries into consideration piles (based on some criteria) that are doing __________________________. a. country screening b. government research c. global market research d. positioning strategy e. country quadrant positioning

a. country screening

When Canon (a camera manufacturer) sold its AE-1 camera to young replacement buyers in Japan and upscale first-time camera (35 mm single-lens reflex) buyers, they were probably pursuing a(n) _________________________ segment policy. a. diverse b. universal c. combination d. customized e. international

a. diverse

FCCP stands for ___________________________. a. foreign consumer culture positioning b. fast consumer culture positioning c. financial consumer culture positioning d. French consumer culture positioning e. none of the above

a. foreign consumer culture positioning

Appeals that work in one culture do not necessarily work in others because of the following reasons EXCEPT: a. human resources. b. cultural characteristics. c. buying power. d. competitive climate. e. product life cycle stage.

a. human resources.

With respect to properties that an international market segment should ideally possess, the _________________ property is easily met for the target country when the researcher examines socioeconomic variables (such as per capita income). a. identifiable b. sizable c. defensible d. accessible e. actionable

a. identifiable

Variation in customer needs is the primary reason for ____________________. a. market segmentation. b. product segmentation. c. country segmentation. d. quality segmentation. e. sales segmentation.

a. market segmentation.

In disaggregate international consumer segmentation, the focus is on ________consumer. a. one b. two c. four d. six e. eight

a. one

Very rarely do ______________________ themes work globally. a. positioning b. psychograhic c. demographic d. geographic e. segmentation

a. positioning

In a "country-as segment or aggregate segmentation," countries are classified on a ______________ dimension or on a set of _____________dimensions. a. single, multiple b. single, three c. single, five d. single, eight e. single, nine

a. single, multiple

A firm's positioning strategy depends on the following factors EXCEPT: a. strategic alliances. b. target market. c. product category. d. positioning approach. e. economic development.

a. strategic alliances.

The goal of market segmentation is to break down the market for a product or a service into different groups of consumers so the firm can: a. tailor its marketing mix to each individual segment. b. make the sales job easier. c. offer a customized product to every consumer. d. offer a standard product to every consumer. e. make more money.

a. tailor its marketing mix to each individual segment.

Within the arena of positioning strategy, the battle is for: a. the mind of your target customer. b. the high ground. c. the new territory. d. the competition's heartland. e. the best market share.

a. the mind of your target customer.

When marketers use a(n) _________________ segment, they focus on local segments that differ from country to country. a. unique/diverse b. universal c. combination d. customized e. international

a. unique/diverse

The first step in doing international market segmentation is deciding: a. which criteria to use in the task. b. which criteria to fund. c. which customers must be evaluated. d. how best to spend research funds. e. none of the above.

a. which criteria to use in the task.

______________ is very popular in advertising circles. a. Household segmentation b. Lifestyle segmentation c. Monetary segmentation d. Fiscal segmentation e. Economic segmentation

b. Lifestyle segmentation

Behavior segmentation criteria includes the following criteria EXCEPT: a. brand/supplier loyalty. b. brand equity. c. usage rate. d. product penetration. e. benefits sought.

b. brand equity.

Given the sheer number of countries in which many companies operate, doing marketing research in each one of them is often inefficient. One approach to reduce this problem is to narrow the list of those countries that might be examined by grouping prospective markets into _____________________ countries. a. financial categories for b. clusters of homogeneous c. clusters of heterogeneous d. dissimilar qualifiers for e. statistical tracts for

b. clusters of homogeneous

Values tend to be: a. material bound b. culture bound c. language bound d. time bound e. none of the above

b. culture bound

A special case where universal positioning clearly makes sense is the ___________. a. regional citizen b. global citizen c. European citizen d. Asian citizen e. none of the above

b. global citizen

GCCP stands for ___________________________. a. global consumer culture protocol b. global consumer culture positioning c. global consumer culture planning d. global consumer culture perception e. global consumer culture psychology

b. global consumer culture positioning

All of the following are reasons for international marketers to implement international market segmentation EXCEPT: a. country screening. b. government mandate. c. global market research. d. positioning strategy. e. entry decisions.

b. government mandate.

If the firm decides to opt for different segments on a country-by-country basis, the norm is to also __________________ the positioning appeals. a. externalize b. localize c. internalize d. globalize e. none of the above

b. localize

A persistent problem faced by international marketers is how to strike the balance between standardization and customization. Using international marketing segmentation to shed some light on this issue would be an example of which of the following reasons why international marketers implement international market segmentation? a. country screening. b. marketing mix policy. c. global market research. d. positioning strategy. e. entry decisions.

b. marketing mix policy.

PPP is an acronym for: a. people power parity. b. purchasing power parity. c. planning power parity. d. purpose power parity. e. positioning power parity.

b. purchasing power parity.

In the area of international positioning, ___________________ themes often run the risk of being bland and not very inspired. a. external b. universal c. internal d. local e. none of the above

b. universal

When Nokia used a global campaign to promote their new product (Nokia 900 Communicator) that combined phone, fax, e-mail, and Internet functions with the slogan "Everything. Everywhere," they were appealing to a(n) ______________________ segment. a. diverse b. universal c. combination d. customized e. international

b. universal

Which of the following is NOT a property that segments ideally should possess? a. Identifiable. b. Sizable. c. Defensible. d. Accessible. e. Actionable.

c. Defensible.

Value-based segmentation schemes are not always ________________. a. profitable b. collectable c. actionable d. measurable e. none of the above

c. actionable

Land Rover is an example of a brand where ________________ positioning is hard to implement. a. transnational b. European c. global d. local e. regional

c. global

LCCP stands for ______________________. a. legal consumer culture positioning b. longitudinal consumer culture positioning c. local consumer culture positioning d. labor consumer culture positioning e. none of the above

c. local consumer culture positioning

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are very concerned about family and friends. a. achievers b. traditionals c. nurturers d. hedonists e. none of the above

c. nurturers

According to the text, some marketing scholars refer to __________________ as the fifth P (next to product, price, promotion, and place) because of its importance in target marketing. a. power b. planning c. positioning d. purchasing e. people

c. positioning

The Roper Consulting Valuescope study on lifestyle segmentation is based on the following global values segments EXCEPT: a. achievers. b. traditionals. c. power seekers. d. nurturers. e. hedonists.

c. power seekers

A persistent problem faced by international marketers is how to strike the balance between __________________________________. a. standardization and generalization. b. standardization and globalization. c. standardization and customization. d. standardization and positioning strategies. e. standardization and marketing mix.

c. standardization and customization.

In the international market segmentation game, developing a positioning theme involves the quest for a: a. large segment. b. profitable segment. c. unique selling proposition (USP). d. strong manager. e. a friendly host government.

c. unique selling proposition (USP).

______________________ plays a major role in global marketing research. a. Business segmentation b. Quality segmentation c. Firm segmentation d. Country segmentation e. Local segmentation

d. Country segmentation

With respect to properties that an international market segment should ideally possess, the ____________________ property is important when the target country has differences in the quality of the media infrastructure (such as the absence of commercial television). a. identifiable b. sizable c. stable d. accessible e. actionable

d. accessible

The formulation of positioning strategy includes the following EXCEPT: a. identify the relevant set of competing products or brands. b. determine current perceptions held by consumers about the products. c. develop possible positioning themes. d. develop a uniform positioning strategy for every brand in the company. e. screen the positioning alternatives and select the most appealing one.

d. develop a uniform positioning strategy for every brand in the company.

Another name for universal segments is: a. local. b. regional. c. transnational. d. global. e. multi-regional.

d. global.

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are looking for new experiences. a. achievers b. traditionals c. nurturers d. hedonists e. none of the above

d. hedonists

Cathay Pacific (a Hong Kong based airline carrier) recently wanted to increase services to its Asian customers. It added a wide variety of Asian meals and entertainment and introduced a new advertising slogan "The Heart of Asia." This would be an example of which of the following reasons why international marketers implement international market segmentation? a. country screening. b. government mandate. c. global market research. d. positioning strategy. e. entry decisions.

d. positioning strategy

Another alternative to analyze buying power in a set of countries is via _________________________. a. demographic strata analysis b. geographic strata analysis c. psychographic strata analysis d. socioeconomic strata analysis (SES) e. none of the above

d. socioeconomic strata analysis (SES)

Market segmentation is a logical outgrowth of: a. the demand function. b. the supply function. c. efficiency in inventory control. d. the marketing concept. e. the product life cycle.

d. the marketing concept.

Two positioning strategies available to international marketers include: a. uniform and computerized positioning strategies. b. uniform and regional positioning strategies. c. universal and localized positioning strategies. d. uniform and localized positioning strategies. e. none of the above.

d. uniform and localized positioning strategies.

The "global citizen" theme encourages: a. local positioning. b. regional positioning. c. bi-lateral positioning. d. universal positioning. e. none of the above.

d. universal positioning.

Sometimes local brands fight it out with global brands by using a _____________ strategy. a. GCCP b. LCCP c. FCCP or LCCP d. GCCP or LCCP e. GCCP or FCCP

e. GCCP or FCCP

All of the following are shortcomings of standard "per-capita income" segmentation processes EXCEPT: a. monetization of transactions within a country. b. not knowing how much a household can buy. c. gray and black sectors of the economy being accounted for. d. income disparities. e. a huge middle class.

e. a huge middle class.

With respect to properties that an international market segment should ideally possess, the ____________________ property is important (for market segmentation to be meaningful) when effective marketing programs involving the 4 Ps can be developed to evoke the desired response from the target segment. a. measurable b. sizable c. responsive d. accessible e. actionable

e. actionable

Lifestyle segmentation is popular in __________________________. a. manufacturing circles b. finance circles c. distribution circles d. management circles e. advertising circles

e. advertising circles

Which of the following bases would probably be in use if a researcher were examining population size, age structure, urbanization degree, and ethnic composition? a. psychographics. b. socioeconomic variables. c. culture. d. political conditions. e. demographics

e. demographics

Cadbury-Schweppes was confident about launching Schweppes tonic water in Brazil, given that the beverage had done well in culturally similar countries such as Mexico. This would be an example of which of the following reasons why international marketers implement international market segmentation? a. country screening. b. government mandate. c. global market research. d. positioning strategy. e. entry decisions.

e. entry decisions.

According to Hakuhodo Inc., one of Japan's biggest ad agencies, Asian women fall in to five categories. The following list contains which correct self-perceptions? a. good students. b. my big world. c. thrifty shoppers. d. family-oriented. e. happy as I am.

e. happy as I am.

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are very concerned about social issues. a. achievers b. traditionals c. nurturers d. hedonists e. none of the above

e. none of the above

According to the textbook, Samsung, a major South Korean consumer electronics manufacturer, intended to take the world number-one position in all its main product markets by 2005. If we apply the concept of international positioning strategies, Samsung is seeking which of the following positioning strategies: a. local positioning strategy. b. regional positioning strategy. c. ethnocentric positioning strategy. d. polycentric positioning strategy. e. uniform positioning strategy.

e. uniform positioning strategy.